This is because not all followers or connections are reading your content all the time. Depending on how many people they are following there newsfeed is often very crowded. Only 15% of your audience will be checking their feed extensively (up to 7 times a day).

The media team does this for the University’s LinkedIn page. You could choose to often share content from UoN’s channels with a personal comment to your LinkedIn and Twitter.

This is also part of a significant corporatepiece we need to work on

Transcript

1.
Top 60 CEOs on social media
There has been a significant increase in the number of Fortune 500 CEOs joining
LinkedIn Influencers program.

15.
Connect your
online
properties
Give your brand more
opportunities to be found
by the right people – Link
the University LinkedIn
page to the website and
other social media
platforms
“Any time we have other forms of
communication
in other online properties we really
need to look to see
how we’re linking to LinkedIn”
- Mike Cox, Senior Strategic Planner,
Modea

16.
Type your topics into this search
bar on LinkedIn
Find and Join
LinkedIn
Groups
“Do a search and find the groups
that are talking about the things
that matter to you and the
University. Join those groups and
contribute.”
– Gary Schirr, Social Media
Professor

18.
Contribute in
LinkedIn
Groups
Engage with active members in
target Groups to gain thought
leadership and build a
reputation for your personal
and University‟s brand

19.
“
Be seen as somebody who’s a member and
who cares and provides good advice – the
benefits will accrue.
– Gary Schirr, Social Media Professor, Radford University
The primary benefit of us being on LinkedIn
is to show thought leadership and to provide
value to people in the space.
– Alex Shamy, Head of Growth Marketing, Heyo

20.
Influencers
Choose which influencers you would like to follow; comment on
their content, like or share
Click on Interests under the top search bar
Click on Influencers
Click on All Channels
Find Higher Education

21.
Influencer Channels
Choose which influencers you would like to follow (based on
your topics and agenda); comment on their content, like or share

22.
Now that you‟re posting a
stream of quality content,
promote through the network

24.
Core Content
• Establish a rough idea of the topics on your
radar that you would like to engage others
with on social media
• Regularly scan the online environment
(Twitter, Google, LinkedIn) for conversations
you can join and be part of the information
flow in social media.
• Discover what your brand‟s perspective is on
these topics
• Establish thought leadership on topics
associated with your area of expertise

28.
LinkedIn Connections
• Do they live in my
community?
• Do we belong to the same
group(s)?
• Are they connected to
someone I know?
• Do we or have we worked in
the same industry?
• Do we share common
hobbies, interests or
causes?
• Have they read or spread my
content?
• Have they included a
personal note with the
invitation?

30.
Tweet Tips
• Always use a URL shortener
• 140 characters but ideally under 100
so people can retweet
• # are used to affiliate a tweet with a
topic. Use # to try and promote a viral
following for a specific topic
• Engage followers and influencers by
including @mention in your tweets
that resonate with the influencer.
Tweet + link + @mention + #topic

31.
Sharing content from the source
• Look for these icons circled
• Make sure you are logged in to Twitter
and LinkedIn on the device you are
using (PC or Mobile)
• The bird icon is Twitter
• The „IN‟ icon is LinkedIn
LinkedIn and Twitter share
icons
LinkedIn and Twitter
share icons

32.
When you click
on the LinkedIn
icon there is
always an option
to share to Twitter
too.
You can post to
groups or
individuals on
LinkedIn
Twitter has no
targeting options
you can only
send to ALL
followers

37.
Retweeting
When you follow a content source,
their content will appear in your
newsfeed. When you retweet you
are passing this content onto your
followers

38.
Tweet Tips
• It is good to have a mix of tweets, replies and retweets (41-1 rule helps you do this)
– See example interactions and mentions in the twitter.com/Uni_Newcastle
• Create a contest which asks followers to contribute
– Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm
#blogchat and Trending business topics @samfiorella Wednesday 8pm
• Learn who your influencers are and engage with them
(retweet or share their content). Reach out to top sharers
and perhaps be their guest blogger. The more you engage
with your top influencers, the more they will continue to
promote your content.

39.
Messaging
• Make sure you are contributing to conversations?
• Build relationships, reciprocate
• Engage and be engaged
• Be part of the flow of information
• Don‟t be repetitive
• Know what your influencers are tweeting about and respond
accordingly
• Create VALUE, retweet material to be helpful to your
network, but write your own material too
• Tweets can be a mixture of educational and entertaining and
soft/hard promotion

40.
Following Tips
•
•
•
•
•
Import your contact databases
Follow people your competitors are following
Follow those your followers are following
Search for experts in the field tweeting
Establish a set of subjects you might be tweeting about and key terms
used online
– Scan Twitter or Google to find out the key terms being used use these as
#topics
• Spend some time trying out different searches and # that are relevant.
When you find the people contributing most to the conversation, follow
them.
• Find people talking about the Uni, industry or subjects you are interested
in
• Try and follow back those following you
• Read the tweets of those following you and search for keywords relevant
to you

41.
Followers
• Becoming someone‟s follower accomplishes four goals:
– You are identifying accounts that will be relevant and interesting
to you, the Uni and the sector
– You let people know you are on Twitter, and encourage them to
follow you back
– You associate yourself with a specific group of industry experts
and thought leaders, demonstrate your interest in the space
– You are getting to know influencers and they are getting to know
you
• Easier than starting a conversation at a cocktail party but remember the
relationship can be paper thin.
– Don‟t clutter your newsfeed if you don‟t like someone‟s content
unfollow them